Guide to Service Blueprints

Mel Edwards on the Desonance blog makes a distinction between service blueprints and customer journey maps. The latter represents a service/product from the customers’ perspective (how it’s experienced), while the former represents the service from the customer and business perspective (how it works). Blueprints are more standardized than customer journey maps, but together, they help a business fully understand their services.

Service blueprints are useful in a number of areas:

  • Design
    • Developing new services
    • Understanding time and cost of processes
    • Comparing services
    • Testing
    • Removing inefficiency
  • Implementation
    • Planning reference point
    • Service integration reference point
    • Project reference and sharing
    • Comparison between actual and desired service
  • Communication Tool
    • Conversation focus
    • Precision means less misinterpretation
    • Formalized source of corporate-wide change toward customer focus

Service blueprints show how a company and customers interact through the following ways:

  • Physical Evidence
  • Customer Actions
  • Visible Employee Actions
  • Invisible Employee Actions
  • Support Processes

Making a blueprint starts with a team examining research and shared knowledge to plot the service. Ask simple questions, then go through the blueprint to try to find the answer. Order the blueprint sequentially and attach an expected time amount to each activity. Reiterations of the exercise will produce the most definitive blueprint.

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